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A great ad campaign will make a bad product fail faster. It will get more people to know it's bad.
William Bernbach
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William Bernbach
Age: 71 †
Born: 1911
Born: August 13
Died: 1982
Died: October 2
Art Director
Economist
Entrepreneur
The Bronx
New York City
Product
Fail
Products
Failing
Design
Ads
Great
Campaign
Make
Campaigns
People
Faster
More quotes by William Bernbach
An idea can turn to dust or magic, depending on the talent that rubs against it.
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Adapt your techniques to an idea, not an idea to your techniques.
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It is insight into human nature that is the key to the communicator's skill. For whereas the writer is concerned with what he puts into his writings, the communicator is concerned with what the reader gets out of it. He therefore becomes a student of how people read or listen.
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Properly practiced creativity can make one ad do the work of ten.
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Is creativity some obscure, esoteric art form? Not on your life. It's the most practical thing a business-man can employ.
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Research can trap you into the past.
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Advertising is the art of persuasion.
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Good advertising does not just circulate information. It penetrates the public mind with desires and belief.
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Rules are what the artist breaks the memorable never emerged from a formula.
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In this very real world, good doesn't drive out evil. Evil doesn't drive out good. But the energetic displaces the passive.
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Forget words like 'hard sell' and 'soft sell.' That will only confuse you. Just be sure your advertising is saying something with substance, something that will inform and serve the consumer, and be sure you're saying it like it's never been said before.
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I warn you against believing that advertising is a science.
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Just because your ad looks good is no insurance that it will get looked at. How many people do you know who are impeccably groomed... but dull?
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The heart of creativity is discipline.
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Nobody counts the number of ads you run they just remember the impression you make.
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Our job is to sell our clients' merchandise... not ourselves. Our job is to kill the cleverness that makes us shine instead of the product. Our job is to simplify, to tear away the unrelated, to pluck out the weeds that are smothering the product message.
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The difference between the forgettable and the enduring is artistry.
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For the Flower to blossom, you need the right soil as well as the right seed. The same is true to cultivate good thinking.
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No matter how skillful you are, you can't invent a product advantage that doesn't exist. And if you do, and it's just a gimmick, it's going to fall apart anyway.
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Logic and over-analysis can immobilise and sterilize an idea. It's like love. The more you analyse it, the more it disappears.
William Bernbach
